Resources Library by ANA

The use of qualitative research in the development of effective advertising

This paper outlines how the authors use qualitative research on rough anamatic commercials to develop finished advertising films. It describes the way in which we believe research should be used and tries to spell out the principles upon which the...

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: David Cowan, Chris Cowpe

September 1, 1976

Reader magazine relationship and advertising effectiveness

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Dieter Müller-Veeh

March 1, 1976

Advertisement post tests in magazines

This paper describes the methods of measuring the effectivity of ads in print media after their insertion, in the competitive environment . The traditional methods for measuring physical contacts are recognition and recall. A discussion of the...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Eva Maria Hess

Company: Media Markt Analysen GmbH & Co. KG

March 1, 1976

Television

This paper describes the depletion that occurs to a television program audience (beyond the program rating itself), specifically as these variations relate to television advertising's communications effectiveness. The variables examined include type...

Catalogue: Seminar 1976: Beyond Vehicle Audiences

Author: Robert A. Schneider

Company: Burke, Inc.

March 1, 1976

Standard surveys for analysing local bank competition

Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which...

Catalogue: Seminar 1975: The Use Of Market Research In The Financial Fields

Author: Herbert Geiger

Company: Institut für Demoskopie Allensbach GmbH

February 1, 1975

Standard surveys for analysing local bank competition (German)

Our studies deal first and foremost with analysing the sociological and psychological aspects of bank competition within the section of mass business. Our aim was to make visible the social structure of the banks' customers, the mental image which...

Catalogue: Seminar 1975: The Use Of Market Research In The Financial Fields

Author: Herbert Geiger

Company: Institut für Demoskopie Allensbach GmbH

February 1, 1975

Comments on the third session and on the conference in general

Cowan's comments on the third section of the ESOMAR seminar "From market research to advertising strategy and vice versa"

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: David Cowan

June 15, 1973

The nature and pattern of advertising and related research

The Marketing Communications Research Unit at Cranfield School of Management is currently conducting a long term empirical study of the Measurement of Advertising Effectiveness. It is sponsored by some 20 major organisations in the U.K., covering...

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Authors: David Corkindale, Sherril Kennedy

June 15, 1973

Advertising effect in dependence on effect factors in magazines (German)

The research project was conducted in certain German magazines of both bulky and shorter types. The sample consisted of 400 regular female readers of these magazines, who had not yet read the edition in question. The examination of the research...

Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning

Authors: Thomas Kiss, Herbert Wettig

Company: Compagnon Marktforschung GmbH & Co. KG

June 15, 1973